)
with
Tony Lewis (CEO)
I sat down with our CEO & founder Tony Lewis over a couple of coffees in his favourite haunt Costa Coffee – to find out a little bit more about what makes him tick.
About our CEO
For those who haven’t had the pleasure of meeting Tony Lewis, Tony our founder who specialises in Brands, Communications and Qualitative research. When not working (a rare break from running a business!) or writing books on Brand Momentum, he can be found digging up the garden, spending time with family and friends (accompanied by a glass of vino in one hand and heading up the BBQ with the other)!
I sat down with our Tony Lewis (CEO) over a couple of coffees in his favourite haunt Costa Coffee – to find out a little bit more about what makes him tick.
Tony talks Brand Momentum at MAD/Fest 2024
Away from work
When not at work, talking about Brand Momentum or listening to podcasts whilst driving to his next meeting or Focus Group, Tony can often be found walking around the UK, from Cornwall to the Lake District fells with his family, playing golf, reading marketing books or watching films.
He’s particularly partial to crime dramas and ‘whodunnit’ books and programmes to test his deductive skills and is still a big fan of Agatha Christie and Sherlock Holmes.
Tony likes to remain active, and last year, he led the team walk up Snowdon on behalf of Marie Curie – a cancer charity for the terminally ill.
So, Tony what was it about market research that drew you to the industry?
Well, I’d like to think that I fell into research because I knew how to use a computer at a time they were the size of a cupboard. But in all honesty, it was probably much earlier when I used to go along and watch my mum conduct interviews and help organize research studies 10-15 years earlier… Thanks Mum!
With all your experience of working in the research industry and running a business, what do you feel is your greatest professional strength?
I think I have always been focused on the future and leaning into new ideas, however unusual! Research and insight require the ability to adapt and see new opportunities, along with new ways of thinking which can help brands grow. Over the years, I have accumulated a wealth of human understanding relating to brands, communications and how businesses grow, which I believe provides real value to our clients.
Over the past 40 years’ worth of projects, what has been the most interesting project you’ve had the opportunity of working on?
The project I’ve most enjoyed is the development of our ground-breaking brand tracking tool called BrandVision – which has been rolled out to great success for many of our clients earlier this year. Whilst it has provided amazing new insights about brands, we have now created an extensive database of brands, which has helped us understand better than ever before what makes brands successful. This learning is now being passed to our clients.
With 2020 quickly approaching, what has been exciting you this year so far?
Last year we achieved our ISO accreditation – this has been a very interesting and illuminating exercise and has surprisingly brought about some remarkable changes within Vision One, which we believe will make a lot of difference to our clients. Our testimonials and client satisfaction scores have improved further than we ever thought possible.
As a brand owner, what do you believe should be the priority for brand owners in 2019?
There are many trends we have highlighted, but I see the key things being..,
- Experiences are key
- Brand Trust will become even more important in the digital world.
- The digital and real worlds will continue to blur (especially for retail)
- GenZ comes of age and the Alpha Generation emerges
- Digital brands will continue to threaten markets
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